Nivea has pulled an advertisement with the tagline “white is purity” after it was the subject of a foreseeable backlash, and (because it is 2017) subsequently became a favourite of alt-right social media users.

The skincare brand shared the advertisement, for its “invisible” antiperspirant, to its Facebook page on Friday.

It showed a photograph of a woman with dark hair sitting in a white robe, taken from behind.